We worked with a global activewear brand to understand how community expectations are evolving across APAC and how leadership can be maintained in an increasingly crowded landscape. Through multi-market cultural research in Thailand, Korea, Australia, Hong Kong and Japan we looked at grassroots communities, creators, and local rituals, and we mapped emerging formats and signals shaping participation today. The work informed a clearer, more locally fluent approach to community strategy across the region.

We partnered with a global retailer to understand how Gen Z sneaker culture is evolving across cities and scenes, and how an ageing segmentation could be made more relevant and actionable. Through multi-city cultural research across Italy, France, and the UK interviewing 78 young people - combining home visits with retail shopalongs - we revealed how identity, community, and local context shape choice, perception, and segmentation at a local level. The work delivered clearer audience understanding and market-specific direction for showing up more credibly in youth culture across nine cities.

We worked with a major Dutch financial institution to understand how urban Gen Z audiences experience money, pressure, and everyday life. Through 25 in-home ethnography sessions, social analytics, and a panel discussion on the big reveal day, we captured the financial realities of young people in all the major Dutch cities. The work informed strategic direction on how a legacy institution can build emotional relevance and cultural connection with a young urban generation.

We partnered with a Dutch media organisation to examine how different media diets shape emotion, perspective, and sense-making of the world. Through a live behavioural experiment and longitudinal observation, we revealed the contrasting emotional impact of social versus traditional news consumption. The work culminated in a broadcast-quality film, now used for industry events and thought leadership.

We worked with a global footwear retailer to explore how a culturally iconic sneaker could evolve without losing what makes it matter. Through deep, multi-city cultural work in Paris, Milan and London, we unpacked how relevance is built, protected, and extended within local youth culture. The work provided strategic direction on how to broaden appeal responsibly, enabling future growth while safeguarding the franchise's cultural credibility.

We worked with a global dairy organisation to sharpen how long-term cultural and societal change informs the dairy choices of the future. By reframing and simplifying an existing trends system, working with global EMEA experts and interviewing 40 consumers, we created a clearer line from external shifts to brand and commercial decisions in the future. The work helped teams move from abstract trend awareness to shared direction, stronger organisation prioritisation, and more confident action towards the future.

We worked with a global dairy organisation to reimagine an internal communication platform as something more editorial, engaging, and culturally alive. Through close collaboration with internal teams, we developed a flexible design and content framework that could evolve month by month. The result was a clearer, more inspiring way to share insight and direction, turning routine updates into something people actually wanted to read.

We partnered with a European theme park to explore how different audiences experience the park in real life. Through in-park ethnography, filmed walk-throughs, and live observation, we captured how moments, environments, and interactions shape overall park perception and choice during the visit. The work informed a new audience strategy on experience design and communication and left the team with a beautiful film that brought it all to life.